Session Description: A practical approach to conducting qualitative research online, during this session, Jennifer Dale will explain the advantages and limitations of online focus groups and how to determine if the methodology is appropriate for your research objective. Expand your marketing research opportunities and learn firsthand from a seasoned online moderator exactly what to consider when designing an online focus group study -pitfalls to avoid, key issues to address and tips to streamline your efforts. Learn how online focus groups can fit seamlessly into your existing marketing and research efforts, whether you conduct your own studies or work with a research supplier. Outline
Session Description: During this session, attendees will learn:
Session Description: WOMMA and the Marketing Research Association (MRA) have partnered to present an Introduction to WOM Research, a special three-part webinar series. The series will provide an extensive overview of word of mouth marketing, including terminology, offline and online explained, types of WOM measurement and case studies explaining how to engage on WOM measurement.This session will provide an overview of word-of-mouth marketing (WOM). Attendees will learn about the key elements of a WOM program; the various types of program (Viral, Community, Grassroots, Influencer, etc.); WOM strategies and best practices; the effectiveness of WOM campaigns; ethical issues of WOM; and trends in WOM – who’s doing it and how much?
Session Description: WOMMA and the Marketing Research Association (MRA) have partnered to present an Introduction to WOM Research, a special three-part webinar series. The series will provide an extensive overview of word of mouth marketing, including terminology, offline and online explained, types of WOM measurement and case studies explaining how to engage on WOM measurement.Brad Fay (COO, Keller Fay Group) and Dr. Walter Carl (Founder, Chief Research Officer, ChatThreads), two leaders in WOM measurement, will help participants to understand the difference between measuring “what you can” and “what you need” by providing a broad survey of different approaches, methods, and metrics for measuring word of mouth, both online and offline.. Participants will take away an understanding of:Learner Outcomes
Session Description: More data. Less time.It’s a common theme within the research community that with every technological advancement, the expectations from our key partners and stakeholders continue to be amplified. The requested timelines for many marketing research projects continue to shrink, from months to weeks to days. Meanwhile, the demand for more frequent and robust research – especially in the areas of concept & new product testing, and creative development – only continues to grow. As a researcher, it can be taxing to meet these 21st century needs, let alone to keep everything within budget.Serving as prelude to the “24 Hours to Insights” Genius Lab at the MRA’s Insights & Strategies Conference, this session will address & provide solutions for overcoming these pressures in today’s rapid research environment.Google Consumer Surveys and GutCheck will discuss how their innovative methodologies can be leveraged in tandem to enable researchers and marketers to collect – and act on – both qualitative and quantitative insights more quickly and effectively. We’ll highlight what techniques, approaches, and tools you can use to accelerate and amplify your research to meet the needs of your clients. We’ll demonstrate the value you can bring to your organization by using new strategies to identify and optimize winning concepts, new product ideas, or creative executions in a matter of days. We will walk through real-life challenges that businesses are facing, and how using both platforms can reduce strain on turnaround times, data completeness, and most importantly, budgets. At the GeniusLab in June, we will further dive dive into the unique capabilities Google Consumer Surveys & GutCheck present for iterative research, with a walkthrough of the real-time data collection process that will be detailed in the “24 Hours to Insight” presentation the following day of the conference.Presenters: Matt Warta, Gutcheck and Jon Sadow, GoogleOver the past 15 years, Matt has been a mainstay in the entrepreneurial community co-founding two companies and funding dozens of others. Prior to GutCheck, he was a General Partner with Village Ventures growing the firm's investments from $100M to $750M. He also co-founded and led business development for CyberCrop, which pioneered online trading of agricultural commodities. As a member of Koch Ventures, Matt led several investments that either went public or were acquired. Earlier in his career, he was a Senior Consultant in Deloitte's financial services practice. Matt is also a diehard Jayhawk having graduated from the University of Kansas with a BA and MBA.Jon Sadow is one of Business Development leads for Google Consumer Surveys. Since joining the team in February 2012, he has focused on connecting customers and partners with Google Consumer Surveys. He is passionate about the the platform's innovative approach to real time quantitative research, and the opportunity to bring data and insights to businesses of all sizes. Upon initially arriving at Google in 2010, Jon worked in the Retail vertical of Google's Large Customer Sales group, helping advertisers develop successful digital marketing strategies. Jon is a graduate of the George Washington University, where he studied Finance & International Business.
Session Description: The future of market research can be found today in the behavioral science literature. As an industry, it is our job to revealthe “whys” behind behavior. Behavioral science, including the sub-disciplines of Psychology, Neuroscience, Sociology, Behavioral Economics,and Cultural Anthropology all possess advanced understanding on the “whys” of human behavior that have yet to be applied to business questions on a large scale. This is why we believe this a statement of enduring truth: as long as the behavioral sciences continue to advance human understanding of the fundamental drivers of behavior, the future of market research will be found in those insights.This session covers the macro issues facing a future of market research that is founded in the behavioral sciences. We cover a wide scope of ways to get at the inner workings of the consumer mind, from the latest on data modeling methods such as quantitative implicit emotion modeling,behavioral economics and applied choice architecture principles, neuroscience research methods (e.g. fMRI and EEG studies) and physiological measures of emotional arousal (e.g. SCR), to the steps to consider in integrating early-stage qualitative discovery research.Presenters: Aaron Reid, Ph.D.—Founder and Chief Behavioral Scientist and Paul Conner—VP of Behavioral Science, Sentient Decision ScienceAaron is Founder and Chief Behavioral Scientist at Sentient Decision Science. A psychologist by training, and a businessman by trade, Aaron founded Sentient Decision Science to bridge the gap between behavioral science and business. With a Ph.D. in experimental psychology and a published research record in consumer decision-making, Aaron has developed advanced methods of assessing the subconscious drivers of consumer behavior at industry and academic conferences. He is an adjunct Professor of Psychology at Middlebury College where he has taught his course on Emotion and Rationality and coursework on the Ethics of Subconscious Marketing. Aaron is a member of the American Marketing Association, the Marketing Research Association, the Society of Judgment and Decision-Making, and the European Association of Decision-Making.Since 1982, Paul has served a wide variety of industries, has conducted numerous types of research, has used almost all data collection techniques, and has direct client, agency, and supplier experience. Paul came to Sentient from being founder and Chief Emotive Officer at Emotive Analytics, a firm devoted to comprehensively and accurately studying the emotional dynamics of consumer behavior so that its clients can develop more emotionally-engaging brands, products, services, and their marketing. At Sentient, Paul conceives of, designs, and directs the execution of advanced studies, while also playing a role in the development of new behavioral science techniques. Paul is a member of the American Marketing Association (AMA), the Qualitative Research Consultants Association (QRCA), and the American Society of Group Psychotherapy and Psychodrama. In addition, he has published and spoken frequently within the market research industry. Examples of his published works include Quirk’s and QRCA Views cover stories; Paul has spoken at AMA, QRCA, and the Design & Emotion Society National/International Conferences.
Session Description: To survive in a competitive industry, it is crucial for senior living centers to demonstrate commitment and respect to the residents of their facilities. Accomplishing this requires fostering accountability and integrity among employees. Therefore, it is imperative that senior living centers gather and act on customer feedback to identify and resolve problems in real time. This webinar will highlight (via case study) how Benchmark Senior Living, a privately held company that owns and manages 45 senior residential communities in seven states throughout Northeast United States, leveraged transactional surveys and multi-channel feedback systems to gather actionable data that enabled the company to deliver better service to customers and promote employee engagement. Speakers Brenda Abbott-Shultz and Andrew McInnes will illustrate how Benchmark is leveraging real-time market research and advanced voice-of-customer technology to gain a complete view of resident, family and employee satisfaction, manage expectations and set itself apart from competitors in the assisted living space. Specifically, they will address:• How automating collection of insights gleaned from surveys and resident/family comments is driving operational changes across residences• How to assess an organization’s unique survey and customer research needs, evaluate research platforms, and establish processes to ensure they get the data needed to make decisions• How Benchmark analyzes key metrics each month to determine changes in survey response rates, NPS scores, the balance between complaints and praise and other trends• What associates’ reactions have been to the new market research collection system and how Benchmark is leveraging data to strengthen its workforce Participants in this webinar will gain an understanding of the challenges confronting Benchmark Senior Living and how they leveraged survey/market research data to improve customer satisfaction and their bottom line.
Session Description: This one hour webinar will address the question of when and how to include a cell phone sample in your telephone surveys. With more than one-fourth of U.S. households now reachable only by cell phone, it is becoming increasingly important to include a cell phone sample in telephone surveys. But doing so can be costly and complicated. The presentation has four objectives: (1) Examine past research to determine when it’s important to include cell phones.(2) Describe how to obtain cell phone samples and review best practices in calling cell phones. (3) Discuss the statistical issues involved in combining landline and cell phone samples. (4) Describe the cost implications of calling cell phones.
Session Description: In a research world where questionnaires of more than 20 minutes are considered to be ‘not done’ and consumers are less and less inclined to participate in research projects, it is almost a paradox that one would think about long-term dialogues with one’s customers. It is possible, however! In this presentation, Tom will elaborate on the following aspects:
Session Description: Is ‘bad’ survey behavior due to bad respondents or to a poor survey environment? At the time online data quality became a hot topic, research companies understandably and appropriately scurried to implement tools to detect and capture ‘bad’ respondents. This webinar presents reasons we believe greater focus should also be placed on pro-active efforts to improve the survey taking experience. It also provides examples of how to go about it.
Session Description: Olivetree Research and SSI conducted a test where various mobile and traditional modes were used to collect diary data about snacking. The results are surprising and very relevant to the discussion of how to best leverage technology to present clients with the best data and direction available about the products and services they offer. This session is intended for any researchers interested in understanding the “how” and, perhaps more importantly, the “why” of in the moment mobile research. End clients would learn how to increase the accuracy (validity) of their data through utilisation of mobile techniques. Speakers: Carol Shea is the president of Olivetree Research, a full service marketing research consultancy. During a career spanning twenty years, she has fine-tuned her talents in meeting strategic consumer and business-to-business marketing research needs. She is uniquely qualified in the arenas of brand positioning, new product development and shopper insights. Meghann Roberts has been with SSI since 2002 and is a Senior Account Manager. Her experience includes managing complex marketing research programs and overseeing beginning-to-end CATI, IVR, online, mobile, and mixed mode surveying processes. Her core skills are survey consultation, end-to-end process management and organization, and problem-solving.
Session Description: This session will tell you everything you need to know about implementing a successful customer satisfaction measurement/tracking program. The speaker will address costs and benefits associated with tracking customer satisfaction as well as provide a detailed overview of the implementation process. Each attendee will leave the session with a working knowledge of how to implement a satisfaction measurement program and the impact it can/will have on their business.
Session Description: This webinar will combine an educational session and a case study to illustrate key aspects of the modified Delphi process and highlight practical results. The Delphi Process was pioneered by the RAND Corporation in the 1950’s and 1960’s. It is used to collect, distill, and reach prioritized consensus around creative ideas and/or sensitive qualitative issues and questions. The process is also an effective tool when working with influential or highly opinionated participants.The Delphi method uses an iterative approach with three rounds of inquiry – combining quantitative and qualitative aspects. Four key features are described below:· Anonymity early in the Delphi process allows the participants to freely and impartially express their opinions without concerns about swaying others’ opinions or impacting prior bodies of work. · The iterative process allows the participants to refine their views in light of insight from other panel members from the previous round.· Controlled feedback informs Delphi panel members of the other participants’ perspectives and provides the opportunity to clarify or change their views in a way that preserves impartiality.· Statistical aggregation of group responses based on the rank-order prioritization allows for a quantitative analysis and interpretation of data. A case study will also be presented in which a modified Delphi process was successfully used with many of the world’s leading physicians to prioritize cancer research funding initiatives.Presenter: Scott Good, Senior Consulant, Crescendo Consulting Group, LLCScott has over 20 years of experience in providing quantitative and qualitative marketing research, strategic planning, new business development, management, and international strategic alliance development services. Scott has successfully conducted large-scale healthcare research projects as well as smaller, more tactical initiatives. He is skilled at using qualitative and quantitative research techniques (such as a modified Delphi process) to help build consensus around project results. He has successfully worked with healthcare facilities, public sector agencies (local, state, federal, and international), insurance companies, financial institutions, and firms in other sectors. In addition to the technical abilities, he has successfully managed projects and built relationships at all levels of organizational hierarchies. Scott has a demonstrated record of expertise in project design, implementation, and analysis. He is a frequent public speaker on various research and analysis topics and has authored publications on eating disorders and related issues. He earned his MS degree in Industrial Administration from Carnegie Mellon University, a BA degree in Economics from New College, and has conducted continuing work at Harvard University.
Session Description: Buzz Session: Cross Border Research Transactions: The Legal Implications of Conducting Research in the E.U., Canada and AsiaSurvey research transactions are going global. Are businesses, however, aware of the legal implications of what happens when data is transferred across borders? This session is designed to provide a broad, but detailed, overview of the latest laws in the E.U., Canada and Asia on the access and transfer of data. Attendees will also engage in roundtable discussions on scenarios that they may encounter while in business transactions abroad. For the active survey research professional who is engaged in the international market or the novice survey research professional who is exploring their options to engage in international business; this is THE session that you do not want to miss!Learner Outcomes
Session Description: As the marketing research industry debates the future viability of traditional online panels, specialty panels are thriving. For researchers with highly targeted needs, specialty panels continue to provide various operational benefits and efficiencies such as cost containment, control, and a high degree of flexibility to those implement them. Yet specialty panels often require unique management considerations for retention of special audiences that are vital to their success. For panels where feedback from high-level executives and decision makers is critical, for example, panel-building extends to relationship-building in order to compete for these panelists’ highly demanded time and attention. Kinesis Survey Technologies and SourceMedia will co-present on the insights and strategies that should be utilized for the building and maintenance of specialty panels in business-to-business research. This session will also examine some of the differences in panel maintenance across banking, accounting, human resources, and other industries – demonstrating that, in this segment, no single rule applies. SourceMedia will provide an experiential tour of how it has successfully maneuvered the specialty panel landscape, building upon its well-known print and online publication base, to develop and utilize a variety of online assets in order to deliver highly unique research findings. Best practices for recruiting, engaging with, and retaining panelists will be discussed across panels. Also to be explored is how the use of social media and implementation of qualitative elements such as communities can be used to enrich the panel experience for highly specialized panels. Kinesis Survey Technologies will highlight some of the major differences in managing specialty panels vs. broad-based consumer and more generalized B2B panels. Beginning from a technology base, recruitment modes, incentive models, support requirements, implications of exchanges, and use of social media and qualitative elements will be discussed.
Session Description: In advance of their Genius Lab Session at the MRA’s Insights and Strategies Conference, Quester will share the importance of leveraging new technologies while staying grounded in traditional methods. The continued evolution of the market research industry and it’s attraction to technology as a means to satisfy market research objectives, can be an overwhelming experience for researchers. During this webinar, Quester will present three mini-case studies on combining new & traditional methodologies in social media, mobile shop-a-longs, and ethnographies. The presentation will focus on:• The research objectives and overall process• Key learnings from new methods• Recommendations for future projectsAt the MRA Insights & Strategies Conference, Quester will be providing a live demonstration of their proprietary software based moderator. They will also share a case study that was conducted specifically for MRA attendees that shares analysis and learnings from 100 interviews on what it is like to be an online panelist. Presenter: Tim Hoskins, QuesterTim Hoskins is the Vice President of Client Relations at Quester. With a background in launching custom technology solutions, Tim joined Quester in 2010 to refine and develop the marketing and growth strategy. Over the past two years, Tim has built a team that has doubled Quester’s client base. He has and continues to play an integral role in identifying and developing new products, designs and software solutions to meet research needs across industries.
Session Description: All too often, marketers have a haphazard process for identifying targets. The result can be sub-optimal positioning strategies for new products and/or weak messages and other brand identity elements. In this webinar, we will define targeting as the process of identifying, prioritizing and communicating a differentiated proposition that will “bend supply to the will of demand.” In other words, we will look at targeting identified groups that will shape and champion your brand story throughout its life cycle.
Session Description: Attend this webinar to gain insight into DeVry’s efforts to implement an enterprise wide DIY survey tool across multiple institutions and functions, despite limited people and budget. The webinar will focus on the reasons behind DeVry’s decision to pursue the system, and key considerations in technical requirements identification and vendor selection phases of the effort. The full detailed case study will be presented at MRA’s Annual Conference on June 5, and will provide specifics on platform implementation tips, challenges and solutions.Speakers:A serial entrepreneur, Ryan Smith co-founded Qualtrics in 2000 as a junior in college at a time when online surveys were a thing of the future. As CEO, he has led the company from a basement startup to the industry leader in online data collection and survey analytics. Smith is a frequent lecturer at the nation’s leading business schools and is a member of the advisory board for the Masters in Market Research (MSMR) Program at the University of Texas at Arlington. He also serves on the executive advisory board of the Huntsman Cancer Institute. Before Qualtrics, he worked at HP and Ford Motor Company and studied at the Marriott School of Management. Lisa Wolfe leads the Consumer Insights function at DeVry Inc. Ms. Wolfe has 30 yrs experience in domestic and international insights, innovation, marketing and operations at premier Fortune 500 organizations (education, food service, CPG). She holds an MBA from The Wharton School of Business, and a BS Business Administration from The Ohio State University.
Session Description: Dual-frame RDD sampling methodology, which employs a mixture of landline and cellular telephone numbers, was devised to improve the coverage of traditional landline RDD samples. Current practice of this methodology, however, is subject to inconsistencies and technical inefficiencies. On the one hand, due to unavailability of current counts of cell-only households survey researchers have to rely on ad-hoc assumptions to determine the sample mixture. This creates inconsistencies for both sample selection and weighting applications. On the other hand, with advances in the telecommunication technologies, a growing number of households are now relying on quasi-landline alternatives such as Voice over Internet Protocol (VoIP). Since the majority of such alternatives can only provide unlisted telephone numbers, many of which are not included in the traditional landline frame, this results in coverage problems for the landline component of dual-frame RDD samples.This presentation introduces a pioneering methodology for estimating counts of cell-only households for each of the 3,141 counties in the US. While eliminating guesswork when designing dual-frame RDD samples by determining the optimal sample mixture, the resulting estimates will provide the needed population counts for proper construction of survey weights as well. Moreover, a new methodology for landline RDD frame construction will be introduced that includes virtually all assigned telephone numbers. Moreover, for the first time the resulting frame provides counts of both listed and unlisted numbers in each 100-series telephone bank.Presenter:Mansour Fahimi, Ph.D., Marketing Systems Group (MSG)With over 20 years of experience in survey and market research methods, Dr. Mansour Fahimi works on design and administration of complex surveys, as well as post-survey procedures including non-response bias analysis, imputation of missing data, computation of survey weights, and methods for variance estimation. As a leading researcher in the areas of random digit dialing (RDD) and address-based sampling (ABS) methodologies, in recent years he has been working on refinements for improving the efficiency of these methods.
Session Description: Get a “sneak peek” at the upcoming MRA Annual Conference's Survey Research Town Hall session. Leave this informative webinar understanding some of the legislative, regulatory, legal and ethical challenges for survey research and ready to learn more and take action at the 2012 MRA Annual Conference in San Diego.
Session Description: This webinar on technological trends in survey research will address innovation and why it is imperative to understanding the legal and ethical impact of developments in survey research. It is a precursor to a more detailed discussion to be held during the session “Social-Digital & Survey Research Ethics” at MRA’s Insights & Strategies Conference.The webinar will divulge some of the most common themes that survey researchers encounter when determining an appropriate legal and ethical balance when innovating in survey research. Such themes include:
Session Description: It’s There For the Taking: How to Make Use of Social Media Chatter in a Qualitative FashionConsider this: • There are currently over 200 million tweets sent out into the Twitterverse each day. • Pinterest generates more website referral traffic than LinkedIn, Google+ and YouTube combined. • More than 20 million people “Like” Facebook fan pages every single day.Seth Godin calls social media “one of the greatest shifts of our generation.” In the last decade, much of our human interaction and conversations have shifted from offline to online, providing a unique opportunity for brands, products and services to leverage consumer-generated commentary. The discussion is organic, authentic and freely available… so why not make use of it in the insight gathering process? In this session, learn more about the benefits of social media research, how it complements recruited research and why you can’t afford to ignore it as a growing methodology. Renee and Carla will present several use cases and examples of how they go about mining the “digital earth” for qualitative themes and trends.Speakers:Renee Murphy is a leader in the social media research and netnography space, guiding brands, companies and services to tap into already existing customer insights and connect the dots back to product innovation, brand positioning and other qualitative objectives, going beyond sentiment analysis.Beyond execution of research, Renee is passionate about educating other researchers in the qualitative social media research space and has spoken at a variety of events, including the Digital Non-Conference, Qualitative Research Consultants Association, Market Research Association and Podcasts.Carla Essen is a Senior Research Consultant with itracks and a self-proclaimed “Social Media Archaeologist,” using context and clues from social chatter as artifacts in constructing more comprehensive qualitative stories for her clients. Carla has been instrumental in developing a social media research capability within itracks’ suite of services, and is considered an up-and-coming thought leader on ways of mining the digital landscape for research insights.
Session Description: We all want to produce research learnings that inform our clients’ businesses and increase their bottom-line. To do so, we need to: 1) Get to the right level of explanation to make the research more actionable (the right level of understanding of consumer behavioral drivers) and 2) Communicate the research findings to our clients at the right level of explanation (giving clients real recommendations that they can actually take to market).This session addresses levels of explanation: tapping the true drivers of behavior. Through several meaningful case studies, we’ll discuss how a clothing designer’s collection was put on the road to success, a major CPG company spurred new product innovation, and a casual dining restaurant changed its messaging – all because they sought a deeper level of explanation with their research methods.
Session Description: How can we create stronger customer engagement and advocacy? What are our sales and marketing people missing? What do we have to do to improve our employee engagement and retention? One of the toughest issues in business today is engagement. We have mountains of data, brilliant analysts, and great strategies. But converting that into a compelling story and getting engagement is a tough challenge.Ever heard a breath-taking musical performance? What does it take to create such a memorable, captivating experience for the listener? In this webinar, we will explore the emotional and cognitive tools and techniques of making jazz as a metaphor for creating engagement. Six musical elements are essential, and a fresh look at these elements may help you change your thinking and kick up your customer or employee engagement.The presenter will explore the elements of a great jazz performance as a window into creating captivating customer and employee engagement. The Elements of a great Jazz performance· A great song, hook, vision, commitment, technique and a trusted cadre. The Four Stages of Trust · Shared values, shared vision, assumed responsibility, and always delivering on your promise.The Seven Disciplines of Engagement· Values/vision, Assets, Lens of the Market, Creative, Outreach, Relationship and Tracking (VALCORT)Qualifying attendees of this webinar will be given an opportunity to participate in a free, VALCORT ROI Survey with the results and analysis made available at MRA’s Insights & Strategies Conference in June in Orlando.· The VALCORT ROI Survey is a simple, online, 35 question diagnostic tool that reveals an organization’s customer engagement strengths, weaknesses and gaps. The colorful graphic output provides a quick snapshot of your organization’s current growth potential, revealing issues that are hindering customer engagement.· The presentation of the participant’s confidential VALCORT ROI Survey results and analysis can be scheduled for the Conference.Presenter: Chuck Thomas,President and Managing Partner, The Valcort GroupChuck Thomas, President and Founder of The Valcort Group, a suburban-Chicago based strategic marketing firm focused on helping companies grow their revenues and increase profits. With a passion for creating new and loyal customers for its clients, Thomas and The Valcort Group provide clients in manufacturing, transportation, healthcare and financial services industries with a value based approach to building trust in the market quickly and efficiently. Prior to founding The Valcort Group, Thomas worked as an independent creative and brand strategist for the Chicago advertising community. Thomas is a published author and speaker on creative branding topics. Thomas earned a business and music degree from Anderson University and studied jazz composition at the Eastman School of Music in Rochester, New York.
Session Description: Based on an in-depth study of research leaders, you will learn how leading corporate research departments are expanding their influence among senior executives. Attendees will be able to: Compel executives to think further out Anticipating future scenarios Early engagement Research screening processes as a tool to leverage for early engagement Anticipate executive decision-making frameworks Systematizing conversations Scenario planning Overcoming objections and barriers to action ability Presenter: Brett Hagins, Managing Partner, Research Innovation and ROI, Inc. Brett Hagins has excelled in leadership roles on the client side in organizations such as Texas Instruments and Hewlett Packard. He is a frequent contributor to Quirks Market Research Review and the author of the Study of the 4R’s of Research; Revenue, Risk, Results, and Return which provides over 100 pages of case studies on maximizing the financial impact of research in the corporate setting. Hagins has conducted training sessions for organizations like Microsoft, ING Direct, Southern California Edison, Thompson Reuters, and HBO.
Session Description: This video-packed presentation will examine the subtleties of marketing to hyphenated Americans as presented in Morse’s book Multicultural Intelligence: Eight Make-Or-Break Rules for Marketing to Race, Ethnicity and Sexual Orientation. Morse will discuss why targeted marketing is so important while focusing on the specific needs of each segment. Additionally, he will review his Eight “Make or Break Rules.”
Session Description: If you use online surveys, or have thought about it, this webinar will show you innovative and creative techniques to drastically improve your response rates. A survey is only worth the amount of feedback that it generates. By using certain tools, phrasing questions correctly, and by taking advantage of new technology you can generate a huge increase in the amount of feedback that your surveys produce.In addition, you can leave a much better impression on your survey takers – ensuring that they will be willing to give you more feedback in the future.Come learn about the techniques that the most innovative and prestigious consulting firms, corporations, and universities are applying to increase feedback.
Session Description: Voice of the customer (VOC) data provides a rich source of information and insight, which companies use to solve problems, improve processes, develop better products and services, and create a more positive customer experience. In recent years, more and more organizations have begun to consolidate their listening efforts to systematically capture, analyze and apply VOC from across multiple sources. Although all of the necessary tools and technology are available to create a unified VOC program, many companies are struggling to define an optimal approach to managing their VOC effort. In this webinar we will take a practical look at VOC, answering basic questions about the subject and offering guidance for putting an effective program into place. We will discuss such questions as:• What is the function of a VOC program? • How can different sources of VOC be consolidated and applied in the organization? • What skills and tools are necessary to put together an effective VOC team? • How can we get stakeholders to take action on their results? • How do VOC programs evolve over time? • What are the potential obstacles to program success? Presenter: Peter Gurney, Senior Director of VoC Solutions, NetReflector Peter Gurney is a noted VoC expert, author, and Senior Director of VoC Solutions at NetReflector. Mr. Gurney has more than 25 years of experience and has held senior level customer experience and service roles at a variety of major retailers and financial institutions. He is also a widely published author on the topic of customer care and experience, and has been featured in articles in The New York Times, Wall Street Journal, Call Center Magazine, and others
Session Description: In this presentation you’ll learn how online prediction markets can be used to focus the opinions of hundreds of consumers into a single number, a price, and how this number can accurately predict new concept success.Prediction markets are “virtual stock markets” where traders can buy and sales shares in new product or marketing concepts. By analyzing share price movements, researchers can assign accurate probabilities to each concept’s future success or failure.In this webinar the presenter will show a real-life case study of how a market research end-user used a prediction market to test various new marketing concepts.
Session Description: This webinar has been specifically designed to assist small to medium sized businesses with managing capital and financial resources to not only protect your business interests but more importantly, to support future growth and the ability to pursue new opportunities. In today’s ever changing and very challenging economic environment, Darwin’s theory of survival of the fittest has never been more relevant or important. As Big Tom Callahan, played by Brian Dennehy, stated in the movie Tommy Boy (when speaking to, yes you guessed it, the bank), “You’re either grown or dying as there ain’t no in between”.For most businesses operating today, this statement has never been truer so with this in mind, the focus of this presentation will be geared towards managing financial/capital resources to ensure your business is the one that can grow moving forward.
Session Description: Anyone in a marketing-related role faces ever-present pressure to make a positive impact on their company’s bottom line. In today’s environment, it is just as important for marketing professionals to make a positive impact on their network. On a daily basis, the methods in which we market ourselves and communicate with others determine our future professional direction. YOU are your greatest asset. And when you learn how to best market yourself in today’s environment, you will create an indispensible skill that is sure to greatly increase your value in the face of your clients, your network and your company. In this introductory session, we will touch on effective inbound marketing tools such as Blogging, LinkedIn and Twitter as well as discuss strategies to increase your communication performance. Within all marketing industries high performers share a powerful belief system: take no small initiatives, gain perspective from every angle, consider networking a data resource, choose the right message for the right audience and recognize that self-marketing creates opportunities. This session will provide you with practical knowledge on ways to rethink and reshape your role as a ‘marketing professional*’ by adopting high performers’ self-marketing systems for career development and long-term success.*No matter what your role in a company, today, we are all marketing professionals.
Session Description: It was once said that the definition of insanity is to do the same thing, over and over, and expect a different result. Unfortunately, this is what 9 out of 10 companies do in when it comes to the annual planning process. This is a huge missed opportunity, and more importantly is dangerous in today’s rapidly changing market places. This interactive discussion briefly outlines the most common approaches to budgeting and planning, and the problems with these approaches. Mark a then outlines ways in which marketers can make changes to the process, frameworks and planning frequency to create more actionable insights and better strategies.
Session Description: With federal and state legislators trying to curtail “gifts” to physicians and other health care practitioners, incentives to participate in pharmaceutical and medical device marketing research have come under fire (sometimes purposefully, usually not) for unduly influencing practitioners’ behavior. Several state laws already on the books have all but eliminated marketing research with practitioners in those states.Your state could very well be next.This webinar will: (1) examine the current legislative landscape, exploring state and federal legislation in play, and the status of MRA’s efforts to exclude marketing research (including in the federal Physician Payments Sunshine Act); (2) investigate the current laws impacting physician incentives at the state level; (3) provide practical guidance to keep researchers, and their participants, in compliance with the law; and (4) offer an analysis from the
Session Description: As a planet, we’ve become people on the move – with millions connecting on the fly through mobile devices and social networking sites ranging from cell phones to iPads. As marketing researchers, we don’t want to be left behind. Learn to connect with your respondents on their turf – through their mobile device. During this webinar, you will cover mobile research best practices, sharing case studies that show what works and what doesn’t when conducting mobile research. The speaker will go into detail about creative practices that have worked in the real world to connect, engage and deliver actionable results.
Session Description: Mobile provides unparalleled ease-of-use, wide target audience accessibility and overall efficiency. Mobile outreach allows the creation and distribution of time-sensitive materials quickly and effectively. Interactivity is boosted because of the medium: the ability to use a mobile device for response is an essential real-time marketing function. As researchers, we need to be sensitive to the unique challenges respondents face when completing surveys on mobile devices. Small screens, inflexible device-specific user input methods, and potentially slow data transfer speeds all combine to make the survey completion process more difficult than on a typical computer. Couple those hindrances with reduced attention spans and a lower frustration threshold and it's clear that, we must be proactive in the design of both the questionnaire and user-interface in order to accommodate mobile respondents and provide them with an excellent survey experience. This webinar will cover some best practices, as discovered by on-the-ground experiences, to keep in mind when creating mobile-friendly surveys, such as minimizing length, redesigning question types, the use of color palettes, graphics and other multi-media and other strategies for creating a mobile survey that is both research and respondent friendly. During educational session, Kristin Luck, who is an industry leader in the development of new mobile research methods, will cover these best practices in detail, while also covering real-life case studies of mobile survey applications and interviews with end users of data who are actively and successfully using mobile in their practice. Workshop attendees will have the opportunity to create a mobile survey from an existing online survey using the techniques above, or start on their own survey from scratch.
Session Description: In the airline industry, Southwest is synonymous with excellent customer service. The airline has received a long list of accolades, including #1 Friendliest Airline, Top Customer Service Champ (2007, 2008), and, since 1987, has the lowest number of passenger complaints reported to the FAA. In this session, executives from Southwest Airlines and MarketTools will address how innovative research tools have helped Southwest continue to deliver industry-leading excellent customer service, especially critical in a down economy when customer retention is essential. Southwest’s success is not the result of luck––it’s that extraordinary customer service is the central operating principle of the organization. It shows up in the attitude of employees, in the response to customer feedback, and in the consistent innovations and industry firsts Southwest brings to the air travel industry. Now, Southwest is re-inventing the way the company gathers, develops and shares insights. In 2009, the company became the first airline to adopt leading-edge customer insight technologies from MarketTools, including MarketTools.com, an intelligent, web-based market research center that delivers a comprehensive choice of self-service software, trusted sample validated by TrueSample and research expertise. This unique combination of tools, centralized control and access to expert services empowers Southwest Research, the company’s research arm, to do better, more efficient research, uncover new truths and deliver insights it can believe in. In this session, Southwest and MarketTools will elaborate on how the companies have worked together to leverage online research tools that enable Southwest to remain constantly connected to its customers, constantly ahead of its competitors and constantly on the forefront of research innovation.
Session Description: Social Media and the New Purchase Process: How Web 2.0 and Other Technology Advances Require New Frameworks for Marketing and Sales Planning. With the advent of the Internet, the way in which both businesses and individuals purchase goods and services has changed dramatically over the last decade. Now with Web 2.0, and the surge in social media, buying behavior is shifting yet again. Yet many organizations conduct their strategic marketing and sales planning using older frameworks that fail to adequately adjust for such shifts in customer behavior and new buying patterns. The fact is throwing money at “social media” won’t move the needle for many companies unless it is based on customer insight and supported through a integrated sales and marketing strategy. This webinar first takes an objective look at the myths and challenges many companies face when it comes to social media. Mark and Josh will then take a closer look at the impact of social media on buying behavior, and then suggest a new integrated, customer-focused framework for improving planning inside and outside the social media arena. Throughout the webinar Mark and Josh will draw on original primary research of 1500+ US adults’ social media usage as well as discuss a B2B case study about how utilizing new planning frameworks can help companies zero in on how to maximize marketing and sales spend at critical “moments of truth” and bottlenecks in the purchase funnel, both online and offline.
Session Description: How can social media analysis grow a marketing research firm’s business? The following formula will be discussed to serve as a guide in a firm’s efforts to integrate “classic” marketing research with that of social media:Traditional Marketing Research + Social Media Insights + Monitoring = ACTIONIn the case of Doyle Research, a qualitative market research firm, social media research has become part of an initial discovery process for its clients. Through several examples, Kathy Doyle, President, Doyle Research, will show how the integration of GeeYee’s social media analysis service into their qualitative research process is adding value for their clients and new revenue to their bottom line. Thomas Malkin, President, GeeYee, will also share examples of how social media can be used to grow a firm’s revenue through benchmarking the results obtained from prior marketing research and to create recurring revenue streams through monitoring brands and products in the context of entire product categories.
Session Description: Changes in social media and Web 2.0 is creating a demand and pressure for new laws to deal with this rapidly expanding area. This presentation is designed to provide an overview of the latest privacy laws that impact social media and some of the challenges that survey research professionals may encounter from multiple perspectives including: as a business owner, employee, and dealing with respondents. Learn the latest guidelines to comply with existing laws and map out new proactive strategies for complying with future legal privacy challenges in this fast growing realm. Three Points from Presentation: 1. The latest trends and developments in data privacy that impact social media. 2. The current and future U.S. laws on privacy that impact social media. 3. Methods to comply with current U.S. laws on data privacy and against future laws.
Session Description: The next frontier in market intelligence and consumer insights is upon us. Now, it is possible to unlock the most extensive network of people and their connections to every product, place, celebrity, interest, and activity in the World using social and other big data cloud networks. Businesses cannot afford to ignore this unprecedented new dimension of consumer research that can provide 10X broader, faster and more targeted insights than offered from traditional sources.In this webinar you will learn:• How you can obtain rich consumer insights in real-time from big data networks• How to use deep segmentation choices for micro-targeting consumers• How companies can combine insights and segmentation to inform media buying, digital marketing, advertising, promotions, sponsorships, new partnerships and other such business decisionsPresenter: Alma Martin del Campo, Product Manager II, WisdomAlma is responsible for marketing and product management for MicroStrategy Wisdom. Prior to this role, Alma has held several technology leadership positions in the company. Alma holds a BS in Computer Science from ITESM, Mexico.
Session Description: In this presentation you will get to know everything about the success factors for 'structural collaboration' with consumers. When we talk about structural collaboration we mean the integration of the voice of the customer in all decision-making flows of your company. In most companies, customers are only allowed to give feedback at the very end of a decision making flow through traditional market research. This keynote gives insights into how to involve the customer in every single phase of the decision making flow on an ongoing basis including:
Session Description: Social media research techniques offer an innovative way to conduct market research that follows communications trends in society. More and more consumers and professionals are using sites like FaceBook, LinkedIn and Twitter to interact with each other, share ideas, and vent their complaints. Market researchers can take advantage of these trends by using research tools that incorporate the elements of social media to gain insights. Research tools can be designed to mirror the functionality of social media sites, offering a graphic intensive environment that allows participants to become part of a community and interact with researchers and other community members. This is in contrast to the focus group methodology which consists of a facilitated discussion between a professional moderator and a panel of respondents (typically, 8 to 10). Our presentation will answer the following:•Do social media research techniques produce better results than traditional focus groups? •What are the benefits of social media research formats?•When should you use social media research techniques? When are focus groups a better alternative?The issues above will be answered based on research we have conducted for our clients using OpinionPond™, an online research application that incorporates the elements of social media. We will also show examples from a case study conducted with faculty at Brigham Young University.
Session Description: How often have you received or presented a marketing research study and felt that your expectations were not met? Although there are numerous situations that can negatively affect study quality, you can circumvent many of them by getting started in the right direction. The authors of “The Seven Golden Rules” of marketing research reflect on their combined 50+ years experience in the marketing research industry to develop seven guideposts that will help you navigate the research design process. They cover topics ranging from the importance of letting business decisions and not research objectives drive the research process to knowing when not to conduct a research study. Someone said, “If you don’t change course, you’ll end up where you’re heading.” Make sure you’re heading in the right direction before you launch your next research study by attending this MRA Webinar designed to make you a more strategic marketing researcher.
Session Description: Google's entree into DIY surveys has the industry buzzing. Launched to the public in March 2012, Google Consumer Surveys provides an efficient method for conducting online consumer research that employs a unique model built around an ecosystem of researchers, publishers, and consumers. Hear first-hand about the company's methodology, how it is keeping pace with consumers in an 'I want it now' world and how its partners and customers are using the platform. Learn about a new platform Understand the detailed methodology used Get examples of how Google's partners and customers are using the platform Presenters: Jon Sadow, Business Development Associate and Joanne Schneider, Business Development for Google Jon Sadow joined the Business Development team for Google Consumer Surveys in February 2012, and focuses on sharing the power of real time data and insights with customers & partners in the market research space and beyond. Upon initially arriving at Google in 2010, Jon worked in the Retail vertical of Google's Large Customer Sales group, helping advertisers develop successful digital marketing strategies. Jon is a graduate of the George Washington University, where he studied Finance & International Business.Joanne Schneider works primarily with large CPG companies, philanthropic foundations, and research firms as part of the Business Development team for Google Consumer Surveys. Previously she was on the Google Apps team, working to understand small business needs and how they adopt productivity tools. Joanne graduated from Dartmouth College where she studied Environmental Economics and Latin American Studies.
Session Description: This presentation includes actual Relationship Investment models developed (from nationally representative customer samples) in the grocery, clothing retail and cable/telecomm industries. We will showcase brand maps for each vertical showing relative positioning on key Relationship dimensions, the predictive strength of the model on key metrics – e.g. share of wallet, share of visits, usage of self-help customer service – and the operational and marketing drivers within each industry.The presentation will make a compelling case for the use of Relationship Theory and this model as the best framework to measure the health of a given customer relationship and in aggregate, the overall brand. It will highlight practical examples for its application, including corporate strategy, process improvement, brand positioning, longitudinal tracking and customer level remediation and relationship building.
Session Description: Why do some TV ads resonate with an audience while others make viewers tune out? How do brands engage visitors on their Web pages? What motivates a consumer to “Like” a Facebook fan page? Which brands are successfully connecting with their target audiences, and why?PhaseOne’s research analysts looked at 75 top brands across six vertical markets and analyzed the consumer engagement of more than 20 top brands based on engagement driven by paid media (TV ads), owned media (their websites) and Facebook (their fan pages).In this webinar, Terry Villines, senior vice president of analysis, and, Lisa Allard, Ph.D., vice president of special projects, will present the study’s methodology and findings; illustrate a new concept called the Me Statement, which the study proves is the successful element in driving brand engagement; and identify brands that successfully convey the ME Statement, including Starbucks, Audi, American Express, McDonalds and Red Bull. Specifically, they will address:The Me Statement, an explanation of this concept and its importance in driving consumer brand engagement The various forms of expression that brands use to convey their Me Statements (i.e., through Attitude & Personality, Lifestyle, or Values and Beliefs).The top five brands’ Me Statements and highlights of Starbucks, Audi and Red Bull as a examplesHow successful elements worked together to create high brand engagement for the given brand(s) while demonstrating the process
Session Description: The shift in marketing towards data driven decision making has resulted in an abundance of techniques that many organizations find overwhelming, and so they hit the common ones: customer segmentation, customer satisfaction, share of wallet, retention, etc. Traditional research tools like these are undoubtedly better than the alternative; however, the reality is that true data driven decision making transcends transactional data and survey results. The real windfall comes when researchers can ask the right questions, collect the right data, and create trends instead of reacting to them. If organizations want to be able to do this in today’s increasingly complex digital world, they have to change their research paradigm from one that is retrospective and presumptive to one that starts with a more complete picture the consumer’s reality, thinks in the terms and contexts that the consumer does, and attempts to create trends rather than identify them.Speakers:Jacob holds his undergraduate and graduate degrees from Marquette University, where he studied marketing and economics. His graduate studies focused on the application of economic theory and empirics to the practice of marketing research in traditional marketing models and macroeconomic models, deriving decisions based on both accounting profit and economic profit. He has years of experience applying his academic work in market research at a publicly traded midcap company, and has worked in a variety of other fields including advertising, real estate, financial product sales, and business development.Remington earned his BA at Marquette University and his MA from Loyola University-Chicago, where his research focused on the role of narratives and myths in influencing human behavior. His diverse work experiences include marketing and PR for a global technology company, restaurant marketing and PR, non-profit management and communications, political communications, and independent branding, digital marketing, and product consulting for dozens of companies and organizations. He is the Executive Director and co-founder of Solar For America, an educational non-profit startup.